Electric dealer hand-to-hand combat "Singles Day": Rob Person, Rob Quantity, clock

Ding Lei Beijing reported that low-priced goods are more reliable than the low price lover?　　On November 11, 2011, this day, known as the "Century Singles Day", The electric business enterprise tried to prove the idea to people. From November 1 onwards, Jingdong (micro-blog) mall launched the "10 percent to buy", "11-point robbery", "1+1 set" and other theme promotions, there are 11-yuan Mouse, 111-yuan mobile phone, 1111 yuan washing machine ...　　All Around "1".　　Taobao Mall (Weibo) has launched a "full 50 percent" promotional activities, Gome (micro-blog) online Mall in November 10 to November 16 also launched thousands boutique 50 percent sales promotions. From this, in the price of sales promotions, prices war under the backdrop, "Century Singles Day" by the electric business enterprises to play in addition to the "5 1", "10 1" holiday outside the third online promotion season.　　And everything has nothing to do with romance. However, Paller consulting company senior Director Luo Qingxi (Micro bo), the electric business enterprise's wantonly reduced sales promotion behavior, by the industry called "Brush Flow" and "Rob people."　　This competitive price, loss of business model, even "play monkeys to see" are not called, but "to the monkeys to bleed", not conducive to the healthy development of the industry.　　The price of the feast Taobao Mall is the electric dealer "Singles Day" promotion of the originator. Taobao Mall official data show that November 11 promotional activities began in 8 minutes, Taobao Mall Alipay (micro-bo) turnover exceeded 100 million yuan, 20 minutes to achieve 200 million turnover. "Singles Day" day, Taobao mall orders to break through 20 million single, "Alipay" turnover exceeded 3.36 billion, the same date last year, trading volume nearly 4 times times.　　Taobao (micro-blog), Taobao Mall, "Alipay" total trading has broken through 5.2 billion.　　Jingdong Mall to provide data show that, because the launch of promotional items related to shoes and hats accessories, a protective makeup, books and audio-visual, it digital, mobile phones, household appliances, such as tens of thousands of goods, promotional period, day orders more than 400,000 single, year-on-year growth of more than 290%. Yuliang, the company's Online mall planning minister, said that on the day of November 11, the average daily sales of its entire category were 5 times times higher than the same period last month, while online numbers broke record highs.　　Among them, 889 yuan Haier 206L Large capacity refrigerator, once launched will trigger crazy Rob, five minutes nationwide sales more than hundred Taiwan. In the "Singles Day" day, the introduction of price promotions, not the above several enterprises. Distinguished from the 2010 "Singles Day" Taobao a single show of the situation, the 2011 "Singles Day", the entire electric business enterprises are involved in the wave of price promotion.　　Under the impetus of more than 10 major electric business enterprises, "century Singles Day" has become an income-generating feast for many electric business enterprises.　　"Rob the head" but in the electric business enterprises have published 4-5 times the year-on-year growth of the data behind, is the electric business enterprises have been questioned the status of the operation. "I have doubts about the growth figures released by the electric business companies. "Luo Qingxi said that the promotion of the formation of growth is certain, but, growthRate is too high. From the electronic products industry sales situation, as of the end of October, the industry's annual target completion rate of only 70%, in the premise of high inflation, consumption of the trend is quite obvious.　　Electric business enterprises in the absence of a stable customer base, the emergence of such a large explosion, can only be interpreted as "they are very stressful." There are electric business enterprise insiders to our correspondent explained that offline enterprises in the situation of consumption is sluggish, generally will take the gradual reduction of promotional means, each company will be in different price points on the design of their own revenue balance strategy. Under normal circumstances, no enterprise will take a drop in the end of the price strategy.　　However, E-commerce enterprises to use the network platform is open, so, in large promotional activities, basically every enterprise will be the product price to a minimum, so as to attract consumers.　　Luo Qingxi said that the reason for this price reduction is that, such as Jingdong Mall and other enterprises, through venture capital to raise tens of billions of dollars, the funds to help enterprises to price at any price to seize the market, in the acquisition of market share, realize the listing circle money.　　In fact, it is quite common for electric companies to follow suit. October 31, Suning easy to buy (micro-BO) set up a book channel, launched the "0 yuan sales book 72 hours" activities, the move prompted Jingdong Mall, when (micro-BO) net follow the downward price.　　On that day, Dangdang launched the book "Full 100 Back to 200, the highest return 400" promotional activities, while jingdong in the book Channel hung Out "hundred best-selling classics, tears at the bottom of the valley, 40 percent caps" large promotional ads. The company insiders disclosed that this round of "The Century Singles Day" promotion, many enterprises are the bottom price sales, there are many goods are negative margin sales.　　There is no stable source of supply channels or manufacturers to channel the electric business enterprises, in order to promote the sale of the cost. "Each big promotion season, the basic enterprises can be completed within a few days one months of sales tasks, but the meaning of the volume is greater than the actual profit."　　"he said. Luo Qingxi also said that the traditional department store is not like the retail of electronic products, this piece of online under the bad.　　For many electric business enterprises, they occupy the line department store integration operator role, at the cost of price promotion, is to "rob the head", so as to enlarge the market share. scalpers shipments of "November 11" to become a promotional season for the electric business enterprises, not by accident.　　Behind this phenomenon, "scalpers" figure is sensational. Luo Qingxi said, "10 1" offline promotional season is online sales off-season, but is the procurement season. In the traditional "5 1", "10 1" promotional season, offline Enterprises will encounter every year "scalpers" sweeping goods, and a large number of goods, then flowed to the lack of strong procurement resources of the electric business enterprises.　　As a result, November has become an important shipping season. Has the advantage of offline resources of the electric business enterprises, but also become "scalpers" swept the goods of the hardest hit. This reporter understands, gome online shop on-line only two months, because of low price advantage, frequent encounter inverted goods "ox" a large number of orders harassment, and some monthly order cash even up to tens of millions of dollars。　　and Suning easy to purchase also said, in the past more than a year of operation, Suning also constantly found that there is "ox" inverted goods phenomenon, especially in the process of product promotion, the phenomenon is more obvious. Luo Qingxi that, and a lot of electric business enterprises to drastically reduce the corresponding is, "scalpers" exists, is tantamount to the company's underwear grilled electric companies-if by scalpers inverted goods, then the so-called low-cost goods, or lies, or hard to carry. For most electric business enterprises, "the days of hardship should not be better."